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Criminal Case, by Pretty Simple, is a social and casual game of investigation that has been a runaway hit on Facebook, with 5M DAUs as of April, 97% of which were acquired organically. Designing the virality and retention of Criminal Case was an exercise in going against some commonly-held beliefs in casual Facebook games. Finding our own way of achieving good retention and virality meant creating an inherently social gameplay from the get-go, going for seemingly old-fashioned values such as earning player's word-of-mouth, and much more.